What you can do is to use CAB insights to build a product that delivers immediate, tangible value, filter for organizations that have a pressing pain point, and if possible, let them run free pilots to learn their workflows and identify upsell opportunities.
The value offered isn’t always strong enough to justify the hassle of procurement. Even if CABs acknowledge the problem, the pain isn’t urgent or “burning” enough for them to act.
Paying CAB members often backfires, as it can bias their feedback. It’s more effective to set clear expectations upfront about their role and filter for participants who have genuine “skin in the game.”